Awakening of a sleeping beauty

Down

Rejuvenate the brand to appeal to new audiences.

The brief

While new categories emerge like sparkling wines or high-priced craft beers, seeking to replace the special moment of champagne tasting, Canard-Duchêne intends to continue to win new consumers, more urban, younger, more international. How ? By rejuvenating the brand to make it more premium. On the occasion of its 150th anniversary, Canard-Duchêne set one simple goal : to assert itself as what it is, a high-end heritage brand, a free and independent brand.

Our recommandation

Nothing beats an iconic birthday to look into tomorrow ! “Cultivating your freedom” is the concept of the new brand territory. Cultivating your freedom is to pay tribute to the entrepreneurial spirit of Victor Canard and Léonie Duchêne, who founded the brand in 1868. It is to  make freedom a state of mind, for Maison Canard-Duchêne as for those who taste its champagne. This freedom is also accompanied by a freedom of tone and daring in graphics, with twirling feathers, an impertinent nod to its founders, in the often consrtained universe of champagne houses.

WHAT WE DID

STRATEGY, IDENTITY & TERRITORY, PACKAGING, LIMITED EDITIONS, MERCHANDISING, WEBSITE, KEY VISUAL.

Thanks to this daring modernization work, we helped the brand achieve a price repositioning of more than one euro per collar in large distribution (data IRI). Canard-Duchêne is the only champagne house to have achieved such a price repositioning in 2018.